Submitted by William Justo Figueiro (williamjf) on 2015-06-11T20:53:34Z No. of bitstreams: 1 RicardoCoelhoAdministracao.pdf: 523141 bytes, checksum: 7c9d5524eff6fe319d18004a5413406d (MD5) / Made available in DSpace on 2015-06-11T20:53:34Z (GMT). No. of bitstreams: 1 RicardoCoelhoAdministracao.pdf: 523141 bytes, checksum: 7c9d5524eff6fe319d18004a5413406d (MD5) Previous issue date: 2010 / Nenhuma / O principal motivador dessa dissertação foi propor um instrumento que apoiasse os investidores que negociam na bolsa de valores, a partir de uma métrica baseada em clientes. Este trabalho gerou duas principais contribuições: o desenvolvimento de um novo modelo para cálculo do customer equitye sua análise como apoio para tomada de decisão. Esta pesquisa foi caracterizada como estudo de caso e desenvolvida a partir de indicadores utilizados pelos investidores e disponíveis através de relatórios financeiros divulgados pelas empresas e pela BM&FBOVESPA. Para a validação do modelo as empresasescolhidas foram a Vale e Natura, por estarem no Ibovespa e terem relações comerciais diferentes com seus clientes. Os dados utilizados compreenderam os trimestres entre 2004 e 2009, totalizando 20 observações. Concluiu-se com esta pesquisa que a métrica do customer equitycontribui no poder de explicação do valor da ação,resultado obtido através da análise de regressão múltipla. / In this work I propose a tool that supports the investors trading decisions in the stock market, from a customer-based metric perspective.. This research is a case study that built on indicators often used by investors (and available through reports published by companies) and financial information published daily on the website of BM&FBOVESPA. Vale and Natura were chosen because they are in the Ibovespa and have different types of business relationships with their customers (contractual vs transitional). The dataset used includes the quarters between 2004 and 2009, totaling 20 observations. I found that customer equity contributes to the explanatory power of the stock price, and explored that fact tohelp decision makers

The customer equity framework was created by Rust et al. in 2000 after studying severalspecific industries. We use this framework as the theoretical basis for this study to examine the relative impact of the three customer equity drivers- value equity, brand equity and relationship equity- across two brands in the retail clothing industry on purchase intentions of young consumers. Based on the responses of 156 female university students who are the target for the two brands studied, value equity is the most important customer equity driver for customers whereas, for H&M relationship equity was the driver which had the greatest influence on purchase intentions while for Gina tricot brand equity had the greatest impact on purchase intentions.

This Diploma thesis deals with measuring the effectiveness of marketing investments on the real model used by Royal Philips Electronics. Firstly, on the basis of qualitative research conducted through semi-structured personal interviews with marketing managers in Philips and participation in two marketing projects in the company, it determines the advantages, disadvantages and restrictive elements of the current model. Then in the theoretical context, it is compared with the practices of other companies which are one of the conclusions of the qualitative interviews. The result is a proposal of current model's improvements of measuring ROI marketing investments.

Understanding the contribution of marketing to the shareholder value of a company has been a major challenge for marketing research. The purpose of this dissertation was creating and validating an attitudinal measure of customer equity in hospitality businesses, thus providing a link between return on marketing and the shareholder value of a company. The theoretical background of the customer equity construct was examined, and then systematic scale development processes were initiated. The results produced two concise scales: (1) 17 items that represent the six dimensions of customer equity in the restaurant industry and (2) 19 items that represent the six dimensions of customer equity in the hotel industry. Six dimensions of customer equity achieved strong convergent validity, discriminant validity, and internal consistency, indicating unidimensionality of the constructs. To further validate the newly developed scale, criterion validity was checked in correlation with six criterion measures using data collected from 590 hospitality industry consumers. The results demonstrate that customer equity closely reflects the shareholder value of a company. Also, it was found that value equity, brand equity, relationship equity, and service quality are significantly and positively correlated with overall customer equity of a company. In conclusion, customer equity represents the long-term value of a company, and reflects shareholder value of the company, thus providing a link with return on marketing investments. Theoretical and managerial implications are discussed. / Ph. D.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-07-08T14:56:18Z No. of bitstreams: 1 Henrique Horst da Silva.pdf: 2337183 bytes, checksum: cf073a3f2f72937932fd761ed33e195a (MD5) / Made available in DSpace on 2015-07-08T14:56:18Z (GMT). No. of bitstreams: 1 Henrique Horst da Silva.pdf: 2337183 bytes, checksum: cf073a3f2f72937932fd761ed33e195a (MD5) Previous issue date: 2014-09-24 / Nenhuma / Esta dissertação tem como objetivo aprofundar a relação existente entre o Customer Equity (CE) e o Shareholder Value (SHV) utilizando como base o modelo teórico desenvolvido no artigo Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer- Based Valuation. Os Drivers de Valor Internos e Externos das organizações foram acrescentados ao modelo, de modo a explicar as variações no CE, bem como a alocação dos recursos de marketing foi estudada, de modo a maximizar o retorno dos valores investidos. Como resultados, confirmando o trabalho base, o estudo da alocação das despesas de marketing ressaltou a aquisição de clientes como uma estratégia chave para a maximização do CE e, por consequência, no SHV. As despesas de marketing também apresentaram um elevado impacto negativo no SHV, ressaltando a importância do seu correto gerenciamento para as empresas. Neste ponto, os Drivers de Valor mostraram-se uteis, possibilitando a segmentação e a identificação dos clientes mais valiosos para a empresa. / This dissertation aims to study the relationship between the metrics of Customer Equity (CE) and the Shareholder Value (SHV) using as a basis the theoretical model developed in article Linking Customer and Financial Metrics to Shareholder Value: The Leverage Effect in Customer-Based Valuation. Internal and External Drivers of Value of organizations were added to the model in order to explain variations in the CE as well as the allocation of marketing resources was studied in order to maximize the return on invested amounts. As results, the study of the allocation of marketing expenses underscored customer acquisition as a key strategy for maximizing to CE and, consequently, to SHV. Marketing expenses also showed a high negative impact on SHV, emphasizing the importance of their proper management for the companies. At this point, the Drivers of Value proved useful enabling the segmentation and identification of the most valuable customers for the company.

<p>Studien har genomförts i Kista Galleria med syftet att utvärdera Ryals (2005) formel för värde­ring av kundrelationer. Med hjälp av formeln beräknas Customer Lifetime Value (CLV) för ett antal kundrelationer det undersökta företaget har. Huruvida formeln är funktionell för ändamålet kundvärdering är den centrala frågeställningen. Resultaten som framkommer ty­der på att en utgångspunkt för värdering av kundrelationer med hjälp av enbart monetära faktorer kan resultera i kortsiktiga strategiska beslut. Mindre butiker uppvisade generellt bättre Customer Lifetime Value per kvadratmeter än välkända butiker med stora butiksytor. Viktiga ickemonetära faktorer är ekonomisk styrka vid förhandlingsbordet och kund­attraktion. För att på lång sikt skapa ett framgångsrikt koncept krävs det att såväl monetära som ickemonetära faktorer tas med i beräkningarna för att kunna göra en korrekt bedömning av en kundrelations verkliga värde.</p>

Studien har genomförts i Kista Galleria med syftet att utvärdera Ryals (2005) formel för värde­ring av kundrelationer. Med hjälp av formeln beräknas Customer Lifetime Value (CLV) för ett antal kundrelationer det undersökta företaget har. Huruvida formeln är funktionell för ändamålet kundvärdering är den centrala frågeställningen. Resultaten som framkommer ty­der på att en utgångspunkt för värdering av kundrelationer med hjälp av enbart monetära faktorer kan resultera i kortsiktiga strategiska beslut. Mindre butiker uppvisade generellt bättre Customer Lifetime Value per kvadratmeter än välkända butiker med stora butiksytor. Viktiga ickemonetära faktorer är ekonomisk styrka vid förhandlingsbordet och kund­attraktion. För att på lång sikt skapa ett framgångsrikt koncept krävs det att såväl monetära som ickemonetära faktorer tas med i beräkningarna för att kunna göra en korrekt bedömning av en kundrelations verkliga värde.

Thesis (Ph. D.)--Florida State University, 2006. / Advisor: J. Joseph Cronin Jr., Florida State University, College of Business, Dept. of Marketing. Title and description from dissertation home page (viewed Sept. 27, 2006). Document formatted into pages; contains xi, 209 pages. Includes bibliographical references.

The movement or flow of employees into, around and out of organisations (‘employee flow’) has long been a central issue in human resource management and industrial psychology. This is especially so for the specific element of employee turnover, but also applies to staffing and internal talent development. Employee flow is especially salient in a South African context characterised by scarce skills. The voluminous literature on employee flow has tended to view each element such as recruitment or turnover separately, and has generally focused on internal outcomes (e.g. commitment or satisfaction). This thesis attempts to add two crucial features, namely EF as a whole system (i.e. inflows, intraorganisation flows and outflows of staff in conjunction), and customer-based outcomes. Something of a synthesis is thus sought between EF and ideas of marketing productivity. Marketing productivity has been proposed as one of the most important foci of the marketing discipline (Rust, Ambler, Carpenter, Kumar, & Srivastava, 2004; Sheth & Sisodia, 2002). It refers to links between marketing and organisational performance or value. Models such as the ‘service profit chain’ (Heskett, Sasser & Schlesinger, 1997) identify the antecedents of marketing productivity to be internal organisation characteristics such as staff satisfaction or loyalty. This thesis seeks to expand such models in the context of a system of EFs. Advanced decision theoretic utility theories of EF (e.g. Boudreau & Berger, 1985) allow for the complete, integrated value of employee movements over time to be modelled. Such a model is constructed and links to marketing metrics, notably service perceptions, investigated. Organisational value arising via the outcomes for customers are further investigated. Thus increased value of employee movements is proposed to generate organisational value, mediated by improved customer equity (e.g. Gelade & Young, 2005). An empirical, survey-based study was conducted to assess the model. EF was assessed in business-to-business relationships from the perspective of the customer using conceptions of decision theoretic utility analysis, and both intermediate and outcome-based customer perceptions of service quality used as dependent variables. Moderation effects from frequency of interaction and integration of the customer into the supply chain were also tested, as well as controls for characteristics of the transaction, organisation and industry. Results suggest that EF does significantly affect various stages of service quality provision, notably ‘potential quality’, which it appears mediates links to other aspects of service provision, especially final service outcomes. In addition, EF was also found to affect outcomes through the intermediate relational element of 'soft process quality', possibly highlighting the importance of relationship management and soft skills in B2B relationships. Employee outflows in particular showed evidence of relatively strong effects, possibly highlighting the ongoing salience of turnover, in particular effective identification and management of functional versus dysfunctional turnover instead of a sole focus on retention. Results were significantly stronger for service industries than others (presumably as service is the outcome), and when there were relatively few supplier contact staff (perhaps due to social networking, bonding, exchange or emotional contagion). This thesis adds substantially to the methodologies underlying service profit chain models. It explicitly included new constructs (EF utility). Contextually, it was the first proper test of this model in South Africa. Theoretical contributions arose from new inter-disciplinary syntheses of utility models, finally linking employee and customer utilities to the organisation. Ultimately, practical significance may arise for managerial models, estimating and justifying human resource interventions.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2016-06-29T13:37:41Z No. of bitstreams: 1 Bruna Rorato_.pdf: 951524 bytes, checksum: 8291c1accc5a03acfbf484a81fdf865a (MD5) / Made available in DSpace on 2016-06-29T13:37:41Z (GMT). No. of bitstreams: 1 Bruna Rorato_.pdf: 951524 bytes, checksum: 8291c1accc5a03acfbf484a81fdf865a (MD5) Previous issue date: 2016-03-31 / UNISINOS - Universidade do Vale do Rio dos Sinos / Saber conduzir a base de clientes de maneira a tornar eficiente o investimento em marketing é um fator importante no processo estratégico das empresas hoje em dia. As empresas podem obter diversos ganhos ao adotar um modelo de gestão baseado na métrica do valor do cliente, tanto em fatores econômicos quanto em fatores que abordam o retorno do investimento em marketing. O objetivo geral deste estudo é identificar nas empresas pesquisadas os principais fatores que limitam a utilização da métrica valor do cliente nos processos estratégicos. O estudo buscou avaliar por meio da revisão bibliográfica e empresas pesquisadas como a métrica do valor do cliente está inserida no dia a dia das companhias analisadas, quais são os indicadores presentes nos processos e como os setores financeiro e marketing se relacionam quando o assunto em questão é “cliente”. Os temas valor do cliente (CE) e valor do cliente ao longo da vida (CLV) ainda apresentam diversas lacunas como a relação das estratégias de marketing interligadas com o retorno para a empresa, a interpretação dos investidores com referência as métricas de marketing e a real eficiência das estratégias de marketing. A análise sobre os fatores limitadores da utilização da métrica do valor cliente, bem como os indicadores utilizados pelas organizações, foi embasada através da coleta de dados qualitativa por meio de entrevistas, realizadas em três empresas pré selecionadas, com a alta gerência comercial, financeira e de marketing de cada, totalizando nove entrevistas e uma entrevista de apoio com um consultor financeiro especializado em valor de empresas. Como principais resultados da pesquisa aponta-se: falta de foco no valor do cliente na empresa, orientação estratégica somente no incremento de receita por meio de novos clientes, cliente visto como ativo intangível no processo estratégico e falta de conhecimento das métricas de marketing. Dentre estes aspectos, destacam-se os fatores limitadores decorrentes destas causas: o fator tecnológico, o fator cultural e o fator comunicação eficiente entre as áreas. / Knowing how to conduct customer base in order to make efficient marketing investment is an important factor in the strategic process of the companies today. Thecompanies can get many gains by adopting a management model based on metrics of customer equity, both on economic factors as factors that address the return on marketing investment. The aim of this study is to identify the companies surveyed the main factors that limit the use of measuring customers equity in strategic processes. The study evaluated through literature review and companies surveyed as the metric of customer equity is included on the day-to-day of the analyzed companies, which are the indicators present in the process and how the financial sectors and marketing relate when the subject matter is "customer". The Customer Equity issues (CE) and Customer Lifetime Value (CLV) still have several shortcomings such as relationship marketing strategies linked with the return to the company, the interpretation of investors with reference marketing metrics and the actual efficiency of strategies marketing. The analysis of the limiting factors of the use of customer equity metrics and indicators used by organizations, was based by qualitative data collection through interviews conducted in three pre selected companies with high commercial, financial and marketing management, totaling nine interviews and a supporting interview with an expert financial advisor in value companies. The main results on this research is pointed out: lack of focus on customer equity in the company, strategic guidance only on revenue growth through new customers, customer viewed as an intangible asset in the strategic process and lack of knowledge of marketing metrics. Among these aspects, it highlights the technological and cultural factor and efficient communication between the areas.